This document introduces the Connect the Dots model for using insights to create engaging communications. The model has three components: gathering insights from brand, product, market, culture, consumer, and engagement research; analyzing the insights to understand challenges and truths; and using the insights to guide the desired consumer perception to be created through clear and positive messaging. When applied, the model resulted in improved understanding, increased website traffic, and more positive impressions.

1. Connecting the Dots:
How to use powerful insights to
create engaging communications

2. INSIGHT

3. INSIGHTS

4. The challenge we
must overcome
The truth
holding us
back
The Connect The Dots Model
Brand
Insight
Product
Insight
Market
Insight
Cultural
Insight
Consumer
Insight
Engagement
Insight
The insights
which guide us
The
perception
going forward
The desired
consumer perception
we will create
The model employs three components:

5. Brand

7. Product

9. Market

11. Culture

13. Consumer

15. Engagement

18. “A problem well stated is a
problem half-solved.”
- Charles Franklin Kettering

20. Ask the right questions

37. Clear message 90%
Positive impression 81%
Improved understanding of consumer rights 84%
90,000 click-thrus to website
160,000 page views